The German Design Loft was created at the initiative of the German Design Council. It is a marketing and communications platform for Germany premium brands with a strong design focus. The innovative concept was devised in order by means of joint activities to strengthen the presence of the companies involved on the international markets. The following premium brands are taking part in the first edition of the German Design Loft in Hong Kong:

Aloys F. Dornbracht, DORMA, e15, Franz Kaldewei, Mercedes-Benz Style, Nya Nordiska Occhio and Walter Knoll

German Design Loft: Press conference in Hong Kong

On the mobile platforms, temporary, curated exhibitions from the fields of residential homes, contract business and lifestyle are presented to an international audience. The German Design Council is proud to have persuaded renowned architect Jürgen Mayer H. to act as curator and exhibition designer for the first German Design Loft, which will be presented at the Business of Design Week in Hong Kong 2011.

Many German premium and luxury brands with a strong design focus and active in the fields of residential homes, contract business and lifestyle are currently making a strong effort to position themselves in fast growing foreign markets, above all those in Asia. Here they face the challenge of creating a strong awareness of their established brands in these new markets and familiarizing project managers and decision makers with the high quality of their products. Often, the effort has been limited to individual locations, as companies on their own find it hard to achieve a broad presence and address target groups on an ongoing basis.

The German Design Council has launched German Design Loft as a marketing and communications platform that enables these German premium and luxury brands to showcase their strengths in design and join forces in joint marketing and communications activities. In this context, the individual members benefit from the appeal of the collective presentation and the respective curatorial concept.